Public sector telecom giant Bharat Sanchar Nigam Limited (BSNL) is reviewing its creative and media duties. The corporation plans to split its advertising business into three categories: a creative agency to handle its basic telephony and corporate business; a separate agency to service its mobile business; and a media agency to handle the media duties. The size of the business is estimated to be Rs 60-70 crore.
There have been two rounds of presentation since June 2006. According to sources close to the development, BSNL has already shortlisted agencies and the final result is expected in a week’s time.
The shortlisted agencies for the basic telephony and corporate business are Euro RSCG, Grey Worldwide, RK Swamy/BBDO and Pressman.
The shortlisted media agencies are learnt to be MPG, Mediacom and Media Direction.
The agencies shortlisted for the mobile phone category are Euro RSCG, RK Swamy/BBDO and one more agency whose name couldn’t be ascertained.
The BSNL spokesperson, when contacted, refrained from divulging details.
BSNL, formed in October 2000, provides a comprehensive range of telecom services including wireline, CDMA mobile, GSM mobile, Internet, Broadband, carrier service, MPLS-VPN, VSAT, VoIP services, IN Services, etc.
BSNL plans to expand its customer base from 47 million to 125 million by December 2007. It has lined up an infrastructure investment plan of Rs 733 crore ($16.67 million) over the next three years.